Range Rover to discontinue Evoque and Velar models

Jaguar Land Rover (JLR) is implementing a major strategic shift to reposition the Range Rover brand within the high-end luxury segment. According to Martin Limpert, Range Rover’s global managing director, the Evoque and Velar models will not receive new generations and are expected to exit the market following the conclusion of their current production cycles in 2027.

This decision marks an end to the brand’s more accessible entry points. To fill the gap in the lineup, JLR is developing the Range Rover GT, a new electric grand tourer expected to debut in early 2027. The GT will serve as a more expensive entry model, with estimated starting prices ranging from approximately 100,000 to 117,000 euros.

Under JLR’s “House of Brands” strategy, the company intends to use its Defender and Discovery brands to cater to different market segments, including more functional and lower-priced options, while Range Rover focuses exclusively on premium and ultra-luxury offerings.